A few years back, English TV presenter Alex Riley fronted a documentary called: “Secrets of the Superbrands”.
It was fascinating when they put a keen Apple user into an MRI scanner and imaged his brain.
Man did it light up like Christmas when they showed pictures of Apple devices!
The doctor who examined the results said:
“When we’ve also looked at a different group of subjects… looking at religious versus non-religious images… we can see a very similar pattern of activity.
Or my paraphrase:
Apple lovers have a kind of religious experience over their beloved devices.
But this isn’t the end of the similarities for Apple fans.
Alex Riley notes:
“These Apple store openings are absolutely bizzare. It’s like mass hysteria. Like some some sort of religous cult or something.”
He’s not wrong.
You see the people lining up down the road. Staying overnight. And the staff going nuts.
All over a flippin’ store opening.
No specials. No new iPhone model. Just an Apple store — like any other.
So…
Are you an Apple cultist?
Nothing to be ashamed of… I think 🤔
But brain scans don’t lie.
Makes me wonder…
Wouldn’t it be great if we could tap into that same sense of fervor…
So our clients’ brains would light up every time they think of our services?
If we could make people desire our offering SO MUCH they’ll be lining up around the block.
Wouldn’t THAT be living the freelancing dream?
Well… we might not be able to excite them to quite the level of Apple fanatics…
But one step in the right direction is giving our clients such a gosh-darn good time when they work with us… that they’ll want to repeat it again… and again.
And have them give off-the-chart brain scan results.
A few things you can do:
Make an offer that presents a rosy future with their problem solved. Show what makes you different to the $5 guy on Fiverr.
Start with clear project deliverables. So everyone’s on the same page and looking towards the same outcome.
Overdeliver: Agree on 4 logo possibilities. Deliver 8.
Finish before the deadline: Project due on Feb 9th? Deliver on Feb 7th.
Keep in regular touch. Tell them what’s coming next. When to expect things. And what you need from them. Don’t be a ghost.
Follow up. Check in about how things are working with that new welcome sequence or product brochure. (Also a great time to ask if they need a hand with anything else.)
In other words…
Be like Steve Jobs demonstrating the iPhone 1…
Giving your clients an ecstatic religious experience…
While their jaws hit the floor.
Peace!
P.S. Check out a very looow quality version of the doco… starting at the MRI scan bit:
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Chris Milham